Incorporating Organizational Brand Identity and Social Entrepreneurship Into Nonprofit Strategy and Management: A Case Study of Project Ceremonirum

Martin Hildebrand Lorentzen

Student thesis: Master thesis


This study examines how nonprofit organizations (NPOs) can modify and utilize the VCI Alignment Model in conjunction with the Social Entrepreneurship Framework in an incorporated framework for analyzing and explaining the contextual situation and challenges of the NPO of Project CeremoniRum (PCR). The VCI Alignment Model by Hatch & Schultz (2008) derives from the combination of the literary fields of organizational identity theory and branding, whereas the Social Entrepreneurship Framework by Austin et al. (2006) is rooted in social entrepreneurship. The problem of the study arises both from a theoretical and practical problem. The theoretical problem stems from the fact that most management literature, theories and tools are based and focused on the private sector, and the practical problem derives from the challenges articulated by the case organization of PCR. The main research approach is thus a single-case study of PCR. Moreover, a survey research has been conducted in order to gain insight and to collect information about other NPOs with regard to different organizational characteristics as well as challenges, strategies, and success factors. The study presents a structured analysis of PCR with focus on its strategic vision and contextual opportunities, organizational culture and people, and stakeholder image and capital. During the analysis is presented a number of propositions for PCR, however the majorities are generic for the use of most NPOs and the like. The study demonstrates that the contextual situation and challenges can be analyzed and explained by the concept and principles from the incorporated framework based on the VCI Alignment Model and Social Entrepreneurship Framework. PCR and other NPOs can therefore benefit from this incorporated framework as a strategic guiding compass that covers some of the most important areas necessary for organizations from large business corporations to social entrepreneurs and to smaller NPOs. The study therefore shows that there are analytical tools and models from the business management literature that can be utilized and modified in order to consider the context and challenges of NPOs.

EducationsCand.merc. Strategi, Organisation og Ledelse, (Graduate Programme) Final Thesis
Publication date2018
Number of pages118